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As many know, Don wrote a prescient book about the Future of Marketing (Lehmann and Jocz 1997). Most of their predictions came true, including global marketing, digital, AI, and customer-based lifetime value, making him a modern-day Nostradamus. Yet in the 1960s, he informed his GE interviewer that “gas is 20 cents a gallon, so why do we need alternative energy sources?” He blew the interview (Lehmann 2020), so I now have the fortune to reflect on the arc of Don’s earliest modeling research. It has been a joy to synthesize it, though I worry it’s really a field exam question in disguise and that he will revoke my Columbia degree if I do this poorly.

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Coach’s First Playbook

  • 章节

  • 发表日期：

    2026年

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  • Carl F. Mela

摘要

As many know, Don wrote a prescient book about the Future of Marketing (Lehmann and Jocz 1997). Most of their predictions came true, including global marketing, digital, AI, and customer-based lifetime value, making him a modern-day Nostradamus. Yet in the 1960s, he informed his GE interviewer that “gas is 20 cents a gallon, so why do we need alternative energy sources?” He blew the interview (Lehmann 2020), so I now have the fortune to reflect on the arc of Don’s earliest modeling research. It has been a joy to synthesize it, though I worry it’s really a field exam question in disguise and that he will revoke my Columbia degree if I do this poorly.